Course Description and Objectives
The basic objective of this course is to explore the various issues and problems faced by marketing managers in making decisions concerning the development of new products. The course is intended to:
--Provide you with an understanding of the steps and decisions associated with the development of new products
--Familiarize you with the concepts and techniques that are currently used and that may be useful for making new product decisions,
--Give you an opportunity to apply these concepts to the actual development and market planning of a new product or service of your choosing.
The course will use cases and examples from consumer packaged goods, consumer durables, and high technology industries.
At the end of the course, you will be able to:
1.Identify and explain the steps and the decisions associated with the development of new products driven by a market orientation, influenced by forces in the external environment. 2.Identify and explain the concepts and the techniques that are currently used and that are useful for making new product decisions. 3.Analyze comprehensive marketing programs, evaluate alternative solutions and recommend courses of action. 4.Apply marketing concepts to the development and market planning of a new product or service. 5.Conduct secondary and primary research data and provide analysis of the data. 6.Create and present a comprehensive marketing launch plan.
Required Course Materials
Text: Crawford (2011), New Products Management, Richard Irwin, 10th Edition
Case Readings Booklet: Brooks, New Products Marketing, Fall, 2011
Lecture Packet: Brooks, New Products Marketing - Blackboard
Class participation/Peer Evaluation20%
New product group project:40%